How Jennifer Aniston’s LolaVie brand grew sales 40% with CTV ads

For its first CTV campaign, Jennifer Aniston’s DTC haircare brand LolaVie had a few non-negotiables. The campaign had to be simple. It had to demonstrate measurable impact. And it had to be full-funnel.
LolaVie used Roku Ads Manager to test and optimize creatives — reaching millions of potential customers at all stages of their purchase journeys. Roku Ads Manager helped the brand convey LolaVie’s playful voice while helping drive omnichannel sales across both ecommerce and retail touchpoints.
The campaign included an Action Ad overlay that let viewers shop directly from their TVs by clicking OK on their Roku remote. This guided them to the website to buy LolaVie products.
Discover how Roku Ads Manager helped LolaVie drive big sales and customer growth with self-serve TV ads.
The DTC beauty category is crowded. To break through, Jennifer Aniston’s brand LolaVie, worked with Roku Ads Manager to easily set up, test, and optimize CTV ad creatives. The campaign helped drive a big lift in sales and customer growth, helping LolaVie break through in the crowded beauty category.
Welcome to The Edge.
If you're reading this, you're already past the basics. You have capital deployed somewhere. You understand what compounding does over a long time horizon. You've moved beyond 'should I open a Roth IRA' and you're asking more interesting questions now.
The question I hear most from people at this stage is some version of this: I have a portfolio that's growing, but it doesn't produce income. Everything is tied up in appreciation. How do I make the assets I already own start generating cash flow without liquidating them or taking on risk I don't need?
That's the right question. And the answer is what I call the Portfolio Yield Stack.
Three layers. Each one generates income independently. Together, they can meaningfully increase the yield of a diversified portfolio without adding meaningful volatility, and without requiring you to become a full-time portfolio manager. I run this structure in my own accounts. Let me walk you through it exactly.
Why Most Individual Investors Have an Income Problem
The standard advice for long-term investors is some version of buy diversified index funds, reinvest dividends, and wait. That advice is not wrong for accumulation. It's incomplete for people who want their portfolio to do more than sit there and grow.
A traditional 70/30 stock-bond portfolio at current yields generates somewhere between 1.5 and 2.5 percent in annual income. On a $500,000 portfolio, that's $7,500 to $12,500 a year. Meaningful, but far short of what the same capital could produce with a more intentional income structure layered on top of the growth positions.
Institutional investors have known this for decades. Endowments, pension funds, and family offices routinely target 4 to 8 percent annual yield alongside capital appreciation by layering income strategies that individual investors either don't know exist or assume require minimum investments they don't have. That assumption is increasingly wrong, which is the entire premise of today's edition.
Layer 1: The Dividend Engine
The foundation of the Yield Stack is a dividend income layer built from high-quality dividend growth equities and dividend-focused ETFs. The goal is not the highest possible yield. The goal is consistent, growing income that compounds over time. That distinction matters enormously in practice.
A 10 percent yielding stock that cuts its dividend in a down year is a trap. You bought the yield, the yield disappears, the stock price falls to reflect the cut, and you've lost on both dimensions. A 3.5 percent yielding company that grows its dividend at 7 to 9 percent annually for 15 years doubles its income contribution to your portfolio without you doing anything. That's the target.
Here's how I construct this layer:
Core ETF Position (40 to 50 percent of this layer): A dividend growth ETF like VIG or SCHD forms the base. These funds screen for companies with consistent histories of dividend growth, which automatically filters out yield traps. VIG currently holds companies with 10 or more consecutive years of dividend increases. SCHD screens for cash flow strength and dividend sustainability alongside yield. Either one gives you a diversified, low-cost foundation.
Individual Dividend Growers (30 to 40 percent of this layer): I add 8 to 12 individual companies across three to four sectors. My criteria: 10 or more consecutive years of dividend growth, payout ratio below 65 percent (meaning the dividend is not straining the business), and free cash flow coverage above 1.3x the dividend payment. This means the company generates 30 percent more free cash flow than it pays out in dividends, giving it room to maintain and grow the payout even in a difficult year.
Short-Duration Bond Fund Kicker (15 to 20 percent of this layer): A short-duration investment grade or high-yield bond ETF adds income with lower correlation to equity price movements. In recent years, funds in this category have yielded 5.5 to 7 percent with relatively contained duration risk. This acts as a stabilizer when equity markets are volatile.
Combined annual yield from this layer on a well-constructed portfolio: typically 3.5 to 5 percent, paid quarterly or monthly depending on the specific holdings.
Layer 2: The Covered Call Overlay
This is where the Yield Stack starts to look different from a standard dividend portfolio. Once you have a meaningful equity position, you can generate additional income on top of your dividend yield by selling covered calls against shares you already own. This is not speculation. It's a systematic income strategy using positions you're already holding.
The mechanics, briefly: you own 100 shares of a stock. You sell someone the option to buy those shares from you at a higher price (the strike price) by a specific date. They pay you a premium upfront for that option. If the stock price doesn't reach the strike by expiration, the option expires worthless, you keep the premium, and you run the trade again next month. If the stock does reach the strike, you sell at that price, which is higher than the current price and therefore still a gain, and then redeploy the cash.
Done systematically on stable, large-cap holdings, this adds 1.5 to 4 percent in annual yield to the positions where you run it.
How I implement it without it consuming my calendar:
Select 3 to 5 positions for the overlay: These should be your largest, most stable equity holdings. Companies you'd be comfortable holding for the next five years. Positions where being called away at a 5 to 8 percent premium to the current price would represent a fine outcome, not a loss.
Sell 30-day calls 5 to 8 percent out of the money: This strike level gives you meaningful premium income while keeping the probability of your shares being called away relatively low. You're essentially being paid to agree to sell at a price you'd consider acceptable anyway.
Calendar the monthly roll: On the last Friday of each month, I spend 30 to 45 minutes reviewing open positions, closing any that are near expiration, and opening the next month's contracts. That's the total active management required. Everything else is passive.
One honest caveat: in a strong bull market where your positions run up 20 to 30 percent in a year, the covered call overlay will cause you to underperform a pure long position because some shares will get called away before they reach their full run. Over a full market cycle that includes flat years and down years, the consistent premium income significantly outperforms. Know which environment you're in and size the overlay accordingly.
Layer 3: The Private Credit Allocation
The third layer is the one most individual investors have never considered, even though institutional capital has been allocated here for decades. Private credit: direct lending to businesses outside of the public bond market.
The concept is straightforward. A business needs capital. Instead of borrowing from a bank or issuing public bonds, it borrows from private lenders. Those lenders earn interest. Historically, access to this market required being an institutional investor or a high-net-worth individual with $500,000 or more to invest per transaction. That barrier has come down significantly.
The case for including private credit in a yield-oriented portfolio rests on three specific advantages:
Yield premium: Private credit consistently yields 200 to 500 basis points above comparable public bonds. This premium exists because the loans are less liquid. You're being paid for the illiquidity. If you're a long-term investor who doesn't need to sell the position on a Tuesday afternoon, you should be collecting that premium.
Low equity correlation: Private credit performance does not move in lockstep with public equity markets. During the 2022 downturn when a traditional 60/40 portfolio dropped 16 percent, well-managed private credit funds held their net asset value and continued paying distributions. That's not because they're magic. It's because the underlying loans have fixed payment schedules unrelated to equity market sentiment.
Floating rate structures: Most private credit loans are floating rate, meaning when benchmark interest rates rise, the interest income on those loans rises with it. In a higher-rate environment, this is a meaningful feature that fixed-rate bond portfolios don't have.
The accessible entry point for most investors is publicly traded Business Development Companies, or BDCs. BDCs are closed-end funds that invest in private credit and trade on public exchanges like regular stocks. You can buy $5,000 worth through any brokerage account, no minimum investment required.
Examples of established BDCs with strong track records include Ares Capital (ARCC), Blue Owl Capital (OBDC), and FS KKR Capital (FSK). These funds currently yield between 8 and 12 percent annually, paid monthly. NAV stability varies, so this is not a set-it-and-never-look-at-it allocation. You check the dividend coverage ratio and NAV trend quarterly.
I allocate 10 to 20 percent of an income-focused portfolio to this layer. It functions as a yield anchor: producing predictable, recurring income regardless of what equities are doing.
Automating the Monthly Review
The Yield Stack generates income. Your job is to keep it calibrated, not to actively manage it every week. Here's how the monthly review works and how to automate the data collection so the review itself takes under an hour.
I maintain a Notion dashboard with four tracking sections:
Dividend health log: Every position in the dividend engine has a record showing the current yield, the most recent dividend change (increase, hold, or cut), and the payout ratio from the last earnings report. Any freeze or cut gets flagged immediately for a review decision.
Options activity tracker: Open covered call positions with strike price, expiration date, premium collected, and current underlying price. This tells me at a glance which contracts are likely to expire worthless and which might get called away before expiration.
BDC monitoring table: For each BDC position: current yield, net investment income per share versus dividend per share (the coverage ratio), and NAV trend over the trailing six months. I want coverage above 1.0x and NAV that's stable or growing. Deteriorating NAV with coverage below 1.0x is a sell signal.
Total yield tracker: Rolling 12-month income from all three layers versus target. This answers the question I actually care about: is the Yield Stack producing what I designed it to produce?
I use Make.com to pull portfolio data from my brokerage via their API or through a connected spreadsheet and push updates into the relevant Notion database records automatically. When I sit down on the first Sunday of each month, the numbers are already populated. I'm doing analysis, not data entry.
Set up the portfolio data automation at Make.com. The specific scenario depends on your brokerage and data sources, but the framework is a monthly trigger that pulls position data and updates Notion records.
What the Yield Stack Can Realistically Produce
Real numbers. Not a marketing scenario. Here's what this structure looks like fully deployed on a $500,000 portfolio with conservative estimates at each layer:
Dividend Engine (full portfolio): 3.5 to 4.5 percent yield = $17,500 to $22,500 annually
Covered Call Overlay (on 40 percent of equity positions): 1.5 to 3 percent additional on covered positions = $3,000 to $6,000 annually
Private Credit Layer (15 percent allocation, $75,000): 9 to 11 percent yield = $6,750 to $8,250 annually
Combined income from the full stack: $27,250 to $36,750 annually on a $500,000 portfolio. That's 5.5 to 7.3 percent in cash income, alongside whatever price appreciation the underlying equity positions deliver.
Scale that to $1,000,000 and you're looking at $55,000 to $73,500 in annual income. On capital you already own. Without selling anything. From a structure that requires roughly 45 minutes per month to maintain.
The gap between what a default 70/30 portfolio produces and what the Yield Stack produces on the same capital is not a small number. Over a decade, that difference in annual income, compounded back into the portfolio, is the difference between a portfolio that grows and a portfolio that compounds aggressively.
Get the Full System: YIELD
I've documented the complete Portfolio Yield Stack into a system called YIELD. It includes the BDC screening criteria I use and the specific metrics that trigger a sell review, the covered call selection framework with position sizing guidelines, the dividend portfolio construction rules with the exact financial ratios I screen for, the Notion dashboard template ready to populate, and the Make.com scenario for the monthly automated data pull.
This is Edge-level material. It's built for people who already have capital in the market and want to make it work harder without adding complexity or risk that doesn't serve a purpose.
Reply YIELD to get the full system.
That's The Edge for this week. The Yield Stack is not a scheme. It's a structure. Built correctly, it turns a portfolio that sits and appreciates into one that pays you while it grows. That distinction compounds in ways that take time to fully appreciate.
See you Monday.
Dan Kaufman
Wealth Architect, The Wealth Grid
"Wealth is a system, not a guess."
